Importance of Employer Branding in Recruitment
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Ever thought about why your Job Ad is not gaining the attraction you want?
It is widely a known fact that business reputation plays a crucial role in attracting customers and thus increasing profitability. However, one point that is often overlooked is the role employer branding plays in attracting high calibre candidates.
It is essential for businesses to make employer branding part of the recruitment process and below are the top 5 reasons why:
Attract and Retain
For job seekers today, being part of a positive workplace culture is fundamental. Therefore, employers need to be careful as to how they are showcasing their work culture on social media platform such as LinkedIn, Facebook, or Twitter. As prior to applying for a role, most job seekers will look at a company’s socials. Therefore, in order to get the most value out of social media and attract high calibre candidates it is important that employers use their platforms to showcase an employee-centric culture, including regular posts about employee engagement activities (Steptember, Movember or Friday Drinks).
Additionally, having a strong employer branding will keep existing employees engaged, feel proud and remain a part of the business in the long-run.
Reduce Costs
Posting ads on job seeking website or boards can all add up and at times lead to the hiring of technically or culturally unfit individuals.
In the modern workplace environment, all individuals want to work for a widely known and reputed business. Therefore, a strong employer branding, along with a positive reputation in the industry can allow a business to become an employer of choice, resulting in increased attraction for open roles and reduced recruitment and marketing costs.
Company Advocates
When applying for a role with a company, many job seekers rely on existing or past employee reviews. Therefore, to support the recruitment strategy, it can be beneficial for employers to ask their star performers to share their onboarding and overall working experience on company social media platforms. This brand advocation will automatically attract and influence potential candidates in the existing employees’ network and general job seeking market.
Communicate Value, Culture and Diversity
Majority of the candidates want to work for a business which has a fun, rewarding and vibrant culture, a strong vision, mission and values, and a diverse workforce. It is essential for employers to be strategic and unique in the way they promote their brand, work environment, company values and the perks in job ads. For instance, many employers use short team videos along with the Job Ad to enable candidates to get a feel for the organisational culture.
Tech-Savvy Candidates
Modern job seekers are technologically savvy and are looking for convenience when applying for roles. Therefore, it is essential for employers to stay updated and ensure that all their social media and website are consistent with each other. Additionally, employers must ensure that their website or other recruitment platforms are user-friendly, has an application tracking system and or provides automatic and regular updates to candidates. A good candidate experience is a point of difference which can give potential employees a reason to choose you over other offers.